Važnost internog marketinga u primjeni upravljanja odnosima s klijentima u hotelijerstvu

master's thesis

• Title (english): The importance of internal marketing in the application of customer relationship management in the hotel industry
• Author: Marta Pećnjak
• Mentor: Miroslav Mandić (mentor); MBZ: 257553
• Committee member: Antonio Vlahov (predsjednik povjerenstva)
• Committee member: Darko Prebežac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Tourism); Zagreb
• Defense date and country: 2021-09-08, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Svrha diplomskog rada je pojasniti važnost internog marketinga u primjeni upravljanja odnosima s klijentima u hotelijerstvu. Uzimajući u obzir da su klijenti zaslužni za opstanak hotela, važno je osluškivati njihove želje i potrebe te stvoriti dugoročan odnos. Kako bi kvaliteta usluge uvijek bila na visokoj razini, a klijenti zadovoljni, od velike je važnosti ulaganje u interni marketing. Zaposlenici su ti koji prvi stupaju u kontakt s klijentima i ono najvažnije, stvaraju prvi dojam o hotelu. U diplomskom radu analizirane su teorijske pretpostavke i sami pojmovi internog marketinga i upravljanja odnosima sa klijentima te se prikazala specifična primjena navedenoga u hotelijerstvu. U istraživačkom dijelu rada zadatak je bio ispitati i definirati utjecaj primjene strategije internog marketinga i upravljanja odnosima s klijentima u hotelijerstvu u Republici Hrvatskoj. Kao instrument istraživanja koristio se anketni upitnik na namjernom prigodnom uzorku. Evidentirano je 108 ispitanika koji su ispunili anketu. Naime, rezultati donose zanimljivu činjenicu, iako su zaposlenici trenutno zadovoljni svojom pozicijom i uvjetima rada nisu spremni raditi bilo koji posao kako bi ostali raditi u istom hotelu. Isto tako, nisu spremni garantirati svoju predanost hotelu u kojem su zaposleni bez obzira na trenutno zadovoljstvo poslom. Nadalje, rezultati pokazuju da su ispitanici izrazito zadovoljni tehnološkim rješenjima u hotelima gdje rade što dovodi do zaključka da su hotelijeri u Hrvatskoj u korak s vremenom i tehnološkim promjenama. Također je potvrđeno da učinkovito upravljanje CRM-om dovodi do boljih odnosa s klijentima.

Abstract (english)

The aim of this paper is to point out the importance of internal marketing in the application of customer relationship management in the hotel industry. Since clients are responsible for the existence of the hotel, it is of great importance to listen to their wishes and needs to create a long-term relationship. For the quality of service to always be at a high level and for guests to be satisfied, it is important to invest in internal marketing. Employees are the first to get in touch with customers and most importantly, create a first impression of the hotel. In this way, they create greater market competitiveness and better business results. This paper thesis deals with the theoretical assumptions and concepts of internal marketing and customer relationship management in hotel industry. In the research part of the paper, the task was to investigate and determine the impact of the application of the strategy of internal marketing and customer relationship management in the hotel industry in the Republic of Croatia. A survey questionnaire on a deliberate sample was used as a research instrument. A total of 108 respondents completed the survey. Firstly, the results bring an interesting fact, although the employees are currently satisfied with their position and working conditions, they are not ready to work in any workplace in order to stay and be employed in the same hotel. Likewise, they are not willing to guarantee their commitment to the hotel where they are employed regardless of their current job satisfaction. Furthermore, the results show that respondents are extremely satisfied with the technological solutions in the hotels where they work, which leads to the conclusion that hoteliers in Croatia are in step with the times and technological changes. It has also been confirmed that effective CRM management leads to better customer relationships.

• Keywords: interni marketing; upravljanje odnosima s klijentima; CRM; hotelijerstvo
• Keywords (english): internal marketing; customer relationship management; CRM; hotel industry
• Language: croatian
• URN:NBN: urn:nbn:hr:148:778726
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2021-09-09 18:55:58